Another book I recommend reading for anyone interested in Web Analytics is: Web Analytics Demystified: A Marketer’s Guide to Understanding How Your Web Site Affects Your Business by Eric Peterson. This was the first Web Analytics book I ever read and it gave me a lot of insight into the field and helped me gain a lot of insight into the data I was analyzing. The author does a great job in describing what analytics is, and what it isn’t. However the real strength of the book is also to explain why web analytics is an important field for today’s online marketing strategies.
If you ever needed to justify web analytics to upper management, this book will help you argue the ROI of why web analytics is a good thing for your company to invest in.